PL EN


2017 | 4 | 67-77
Article title

Reklama a corporate identity — rola reklamy w budowaniu wizerunku organizacji

Content
Title variants
EN
Advertising vs. Corporate Identity – The Role of Advertising in the Corporate Identity Process
Languages of publication
PL
Abstracts
EN
In this article I present the idea of corporate identity in reference to the environment of organization. The focal point of this article is about the relation between advertising and corporate image. The corporate image is being understand as a result of general communication practice inside and outside of organization. It is not the aim of corporate communication, but it is a side effect of corporate communication.
Year
Issue
4
Pages
67-77
Physical description
Contributors
  • Uniwersytet Wrocławski
References
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  • Olins W., 1978: The Corporate Personality. An Inqury into the Nature of Corporate Identity. London.
  • Olins W., 2004: O marce. Hereźniak M., Skonieczko G., tłum. Warszawa.
  • Pluta E., 2001: Public relations – moda czy konieczność? Teoria i praktyka. Warszawa.
  • Wszołek M., 2015: Reklama — operacjonalizacja pojęcia. Wrocław.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-ddd964af-9f29-4e09-aebe-62c2895168ec
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